New Facebook conversion measure could help assess engagement

November 19, 2012

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It’s no secret that using Facebook is an important component in social media marketing initiatives, but a new self-service conversion-measurement tool may help marketers see exactly how much the social media platform is assisting in content marketing efforts.

CMI recently reported that 41 percent of B2C content marketers are faced with an inability to measure content effectiveness, while web traffic, direct sales and social media sharing came in as the top three measurement criterias. Facebook’s new tool, now in the beta stages, could help analyze and measure results.

According to AllFacebook, social media marketers can add code to website pages to measure conversions. When Facebook ads are clicked, conversions are added in the ad manager, allowing marketers to cater their initiatives to users who are most likely to convert. Facebook’s new tool could assist B2C marketers looking to gain a competitive edge on the platform.

Brafton reported on the Top 10 Facebook Marketing changes in 2012 back in August. The list included Facebook’s acquisition of Instagram, sponsored content in News Feeds and scheduled posts, to name a few. With new self-service conversion-measurements, it seems as though the social media giant will roll out some more marketing friendly additions before the year is through.

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Emma Siemasko is a former member of Brafton's editorial team. Emma has experience with blogging, travel writing, industry news, SEO and content marketing. She used to live in South Korea, where she mastered the art of using metal chopsticks.